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BY
SACHIN BANSAL
SB@CREATINGDEMAND.ORG
CREATE BRAND MARKET
www.crea'ngdemand.org	
   Copyright	
  2014-­‐2015	
  	
  	
  	...
Product	
  vs.	
  Brand	
  
A	
  product	
  is	
  something	
  
that	
  is	
  made	
  in	
  a	
  factory	
  	
  
	
  
A	
 ...
Why	
  is	
  Marke6ng	
  Becoming	
  More	
  Important?	
  	
  	
  
•  Sales	
  Declines	
  
•  Slow	
  Growth	
  –	
  Nee...
What	
  is	
  a	
  Brand?	
  
•  It’s	
  the	
  company’s	
  definiAon	
  of	
  what	
  
they	
  have	
  to	
  offer.	
  
• ...
•  A	
  set	
  of	
  product	
  percepAons	
  by	
  the	
  
consumer.	
  	
  
•  It	
  is	
  a	
  personality	
  developed...
What	
  is	
  a	
  Brand?	
  &	
  Brand	
  Iden6fica6on	
  
	
  
•  A	
  brand	
  is	
  much	
  more	
  than	
  a	
  name—i...
•  A	
  brand	
  can	
  convey:	
  	
  	
  
•  	
  	
  	
  A<ributes	
  +	
  Benefits	
  +	
  	
  Values	
  +	
  
Culture	
...
 	
  	
  We	
  support	
  in	
  building	
  	
  
Brand	
  Awareness	
  or	
  	
  
Brand	
  Insistence	
  
Turning	
  or	
 ...
Marke6ng	
  and	
  Branding	
  
•  Products	
  vs.	
  Brands	
  
•  Look	
  at	
  Marke'ng	
  Process:	
  
•  Analyzing	
 ...
Marke6ng	
  Flows	
  
	
  •  Physical	
  Flow	
  
•  Title	
  Flow	
  
•  Payment	
  Flows	
  
•  Informa'on	
  Flow	
  
•...
Reputation to overall gains
Strategically connected with clients, engaging and
involving them:
• How to get closer to cust...
SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
www.creatingdemand.org
facebook.com/creatingde...
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Product vs Brand

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The difference between product and brand holds significant place in success of any company or organisation across industries.

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Product vs Brand

  1. 1. BY SACHIN BANSAL SB@CREATINGDEMAND.ORG CREATE BRAND MARKET www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product  vs   Brand  
  2. 2. Product  vs.  Brand   A  product  is  something   that  is  made  in  a  factory       A  brand  is  something  that  is   bought  by  a  customer.   A  product  can  be  copied   by  a  compe'tor.   A  brand  is  unique.   A  product  can  be  quickly   outdated.       A  successful  brand  is   'meless.   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  3. 3. Why  is  Marke6ng  Becoming  More  Important?       •  Sales  Declines   •  Slow  Growth  –  Need  Sustaining  Sales  or  New   Markets   •  Changing  Buying  Pa<erns  and  Customer  Wants   •  Increasing  CompeAAon,  including  New  Products   •  Increasing  MarkeAng  and  Sales  Expenditures.   •  Understanding  the  7  P’s:  People  (Target/ Customer),     •  Planning,  Product/Service  Development,  Pricing,     •  Place/DistribuAon,  PromoAon,  and  Partners/ Alliances.   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  4. 4. What  is  a  Brand?   •  It’s  the  company’s  definiAon  of  what   they  have  to  offer.   •  A  brand  is  a  product  that  has  a   personality.     •  A  promise  to  the  customer.   •  What  the  customer  knows  about  your   specific  product.    It’s  your  image.       •  How  the  company  or  product  is   perceived?   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  5. 5. •  A  set  of  product  percepAons  by  the   consumer.     •  It  is  a  personality  developed  over  Ame.     •  A  brand  signifies  a  relaAonship  with  the   customer.       •  It  is  the  company’s  most  valuable  asset.     It’s  also  the  main  differenAator,  the   best  defense  against  price  compeAAon,   and  the  key  to  customer  loyalty.       •  CompeAtors  can  copy  your  features  and   benefits,  but  they  can’t  steal  your   brand.   •  It’s  a  promise.    But  it  must  be  backed  up   by  performance.     www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   What  is  a  Brand?   Product vs. Brand
  6. 6. What  is  a  Brand?  &  Brand  Iden6fica6on     •  A  brand  is  much  more  than  a  name—it’s   a   symbol,   trademark,   logo,   term,   sign,   d es i gn   o r   co mb i n a ' o n ,   wh i ch   dis'nguishes  a  product  from  others.       •  Sets   a   company’s   products   apart   from   compe''on.    It’s  the  percep'on  of  the   product  in  the  minds  of  the  consumers   •  The  marking  of  livestock.    Ar'sts  signing   their  work.     •  Your   first   opportunity   is   in   the   name.   Easier  to  order  and  remember.       •  Most   important   is   consistency—globally   too.     www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  7. 7. •  A  brand  can  convey:       •       A<ributes  +  Benefits  +    Values  +   Culture  +  Personality   •  Seller’s  promise  to  deliver  a   specific  set  of  features.     •  Brand  equity  is  the  value  a   brand  adds  to  the  product.       www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   What  is  a  Brand?  &  Brand  Iden6fica6on     Product vs. Brand
  8. 8.      We  support  in  building     Brand  Awareness  or     Brand  Insistence   Turning  or  Transla'ng   Brand  Awareness  Into   Brand  Insistence.     Awareness          Interest          Desire          Ac4on   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  9. 9. Marke6ng  and  Branding   •  Products  vs.  Brands   •  Look  at  Marke'ng  Process:   •  Analyzing  Marke'ng  Opportuni'es   •  Segmenta'on,   Targe'ng   and   Posi'oning   •  Developing  Marke'ng  Strategies  and   7P’s   •  Planning  Marke'ng  Programs   •  Execu'ng,   Managing   and   Evalua'ng   Marke'ng  Efforts   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  10. 10. Marke6ng  Flows    •  Physical  Flow   •  Title  Flow   •  Payment  Flows   •  Informa'on  Flow   •  Promo'on  Flow   •  Suppliers,  Intermediaries,  Transporters,   Wholesalers,     •  Dealers,  Retailers,  Banks,  Marke'ng   Firms,     •  Adver'sing  Agencies,  Media,  Customers,   Users   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  11. 11. Reputation to overall gains Strategically connected with clients, engaging and involving them: • How to get closer to customers? • To build brand awareness and enhance loyalty? • To position new products and services for the effective market penetration? • To fulfill what customers really desire? Specialties Brand Strategy, business entry & planning, product development, internet marketing, trade distribution, public private partnerships, sustainable tourism management and investment promotion. Crafting, Operationalizing and Implementing Growth Strategies to maximize opportunities in emerging geographies; experience as my strong resource and capability Sachin  Bansal   www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal   Product vs. Brand
  12. 12. SACHIN BANSAL- Chief Explorer INDIA : +91 97111 90192 sb@creatingdemand.org www.creatingdemand.org facebook.com/creatingdemand DELHI LONDON MELBOURNE NEW YORK ITALY Tourists travel – and arrive – both in hope, and with great expectations. www.crea'ngdemand.org   Copyright  2014-­‐2015        Presenta'on  by:  Sachin  Bansal  

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